City of Arts and Culture

New Cairo Capital

The project of the future Administrative Capital of Egypt, announced in 2015 and in an advanced stage of construction, was designed with the aim of decongesting Cairo and creating the best conditions to house the country’s main institutions: a new city, where more than six million people will go to live. This includes the City of Arts and Culture, an urban complex designed to house theaters, museums, libraries, universities and general cultural facilities, as well as other activities, on an area of more than 500,000 square meters.

Brand architecture and brand design.
The synthesis of history and contemporaneity

The integration and synthesis of history, institutionality and contemporaneity are the basis of theicon-symbol developed for the City of Arts and Culture.Saladin’s eagle has been stylized, repurposed in flight with its shadow cast in a form that cites the world’s most famous Egyptian architecture, the pyramids. Reference to the flag colors gold and black complete the design’s adherence to institutional visual codes. The chosen typeface , Cairo, is a tribute to the new Capital.

The shadow element becomes a repeating sign that comes to compose colorful patterns or a kind of frame that frames the images of the cultural program, organizing them.

Signage & wayfinding design: orientation hierarchies

An urban area of over 500 thousand square meters needed orientation tools. Inarea created the map, all totems, and on-site signage elements following a hierarchy with a simple, orderly style to allow for juxtaposition between the Arabic and Latin alphabets.